Trivago partnered with Peppercomm to find a way to spark conversation and keep the brand culturally relevant, even while consumers were stuck at home. The team set out to generate consumer-driven media coverage and reinsert travel into everyday conversations.
The breakthrough came from a simple but provocative question: what would people give up to travel right now? This insight became the foundation of a national survey of U.S. consumers. The results were surprising and highly shareable, including a standout finding that nearly 40% of respondents would give up sex to travel.
By packaging timely data with a sense of humor and cultural relevance, the campaign gave media a compelling hook and positioned trivago at the center of the travel conversation, even during lockdown.
Media outlets went crazy for the data, landing Trivago on every news desk from CNBC to Stephen Colbert.
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